With the Premier League well underway, Sky Sports have a, er, flutter on the footie. Red and blue butterflies travel across the football landscape, including a Manchester City fan’s bedroom and Anfield’s Shankly Gates. Meanwhile, Martin Tyler asks: “Will anyone be able to beat the champions Chelsea?” Burnley fans can help with that one.

Adidas"My Way"

Matt said:

Feels like it's trying very hard to be down with the kids, which makes the choice of music all the more curious.

With the Premier League well underway, Sky Sports have a, er, flutter on the footie. Red and blue butterflies travel across the football landscape, including a Manchester City fan’s bedroom and Anfield’s Shankly Gates. Meanwhile, Martin Tyler asks: “Will anyone be able to beat the champions Chelsea?” Burnley fans can help with that one.

Monday Night Football is back, and Sky Sports have given the programme a 2017/18 makeover. These opening titles bring all twenty Premier League teams to life, inspired by their badges, nicknames, and locations. Some insignias offer more to work with than others. Still, there are some pleasing interpretations throughout.

Looks like Sky Sports have borrowed a few butterflies from their Sky Arts colleagues. Blue and red wings fill the screen as various sporting venues materialize, including Lord’s, Eden Park, and Manchester City’s Etihad Stadium. As the broadcaster revamps its sports line-up, subscribers are reminded of Sky’s sporting legacy through evocative commentary.

Sky's distinguished cricket line-up have amassed countless runs and wickets between them... so how will the likes of Nassar Hussein cope with Georges Bizet's 'Les Toreadors'? Quite well, as it happens. David Gower 'conducts' his fellow pundits as they reveal a surprising knack for orchestral music. Alas, Shane Warne is stuck on triangle duty.

Sky Sports have released this snappy (geddit) film to advertise their summer programming schedule. Polaroid-style pictures of the upcoming sporting events rain down from a sunny sky to Marlena Shaw's classic 'California Soul'. It's very nicely animated and has a summery sheen - the addition of commentators to the soundtrack is a nice touch.

The grind of pre-season is laid bare in this engrossing Sky Sports promo. The film captures Gaelic footballers and hurlers knee deep in training. It’s a world of whiteboards, repetitive drills, and training bibs… the roar of the crowd comes later. Believe Media’s Michel + Nico are adept at capturing what goes on before kick-off, and this attractively shot piece underlines the preparation required at the highest level.

How about this for a welcoming party? With the British and Irish Lions preparing for this summer’s tour of New Zealand, this potent Sky Sports promo reveals there will be no respite from their hosts. This goes beyond the All Blacks’ starting fifteen - primary school children, firefighters, and wedding guests all demonstrate their mettle.

Nico Rosberg’s retirement following his 2016 title victory left many Formula One fans shocked - and presumably left his closest rivals delighted. Pole position is up for grabs, yet this beautifully shot Sky Sports promo draws from a different track sport. While there isn’t a car in sight, there’s plenty of horsepower.

David Beckham always seems to be running somewhere, doesn't he? In this case he appears to be jogging through last football season and reminding himself of all its unlikely twists and turns. This serves to remind us that a new season will begin shortly and with Leicester having broken the mould, we surely don't know what to expect.

Many of the golf fans understandably furious when the British Open became the latest sporting event to vanish behind Sky's paywall will probably find it hard to believe but the broadcaster's commitment to supporting sport at all levels is pretty commendable... and nowhere is this more evident than cycling.

With the BBC contemplating a future with live sports coverage at a premium, Sky Sports take the opportunity to assert their dominance with this colourful ad. Vivid smoke billows from the stars of an ever-increasing catalogue of sports available from the broadcaster, while its array of prestigious events has been bolstered this year by the arrival of the Open Championship.

With prim and proper Wimbledon done for another year, this enjoyable work of hard court verse heralds Sky Sports' upcoming coverage of the US Open. Our Flushing Meadows poet-in-residence charts the tournament's vibrant history in the Big Apple and looks ahead to see who will add their own names to the record books.

Sky and the English Premier League have been synonymous since 1992 and to mark the upcoming 2015/16 season, Thierry Henry walks through some of the league's most iconic moments. It's a great way of adding a fresh twist to so many familiar moments, with Henry revisiting everything from the Liverpool-Newcastle thriller of '96 to his own historic unbeaten season as a player.

Golfers' hearts are beating faster at the prospect of the upcoming US Open, according to this trail for coverage of the event on Sky Sports. It suggests Chambers Bay strikes fear into the hearts of players because of its difficulty... yet the images of their completely impassive faces and the lack of any real emotion in their voices makes this feel a bit unconvincing.

The new Formula One season is almost upon us and the 'chasing pack' will be looking to catch up with Lewis Hamilton. In a recent commercial for Betfair, racehorses were imagined aboard cars... here, the racing cars are imagined as wolves charging energetically through a forest in a bid to overtake Lewis Hamilton wolf.

Corny but in a nice way - Jeff Stelling and the gang get ready for the coming season with a brand new studio as Sky seeks to vanquish yet another rival when it comes to dedicated sport broadcasting. They probably know BT Sport is here to stay and there's less chance of dismissing them quite as easily as they saw off the threat of Setanta.

To properly understand the devotion of a true football fan, it's no use asking someone who supports Manchester United, Liverpool or Chelsea... you have to visit a small club from one of the lower leagues. In this trail for the coming season, a number of these extraordinary devotees talk about their connection with the club they support in this lengthy paean to the troublesome business of backing an unreliable group of footballers week after week.

With every year that passes, David Beckham refines the art of looking enigmatically suave just a teensy bit more; and in this ad for Sky, he shows he can do the full Roger Moore eyebrow lift which spares the need to open his mouth. Madcap ideas are presented to him as The Next Big Thing, to which he merely shakes his head and suppresses an indulgent chuckle. When he reveals a solution to thunderous applause onstage, we can't help but wonder if he's planning world domination... go on, David - kick Cameron into touch and lead the nation with your smouldering gaze.

For any other broadcaster, trails in the build-up to a new F1 season would probably focus on trying to draw a new audience to the sport, but Sky's mission is slightly different. Now that live races largely sit behind their paywall, a lot of the sport's fans have had to decide whether they want to take out a subscription to watch Formula One; and it's the fans who haven't opted to buy a package which includes Sky's dedicated F1 channel that they're trying to appeal to here.

This Sky Sports trail for the new Formula One season has been very stylishly done and offers fans of the sport a few amazing facts to whet their appetites for the coming season. This is plainly designed to build the anticipation of those already interested in motor racing rather than appeal to anyone not already persuaded of its brilliance.

Game Changers appears to have been developed by Sky to challenge their new rival BT Sport who are using the phrase 'game changing' heavily in their marketing of their new service. David Beckham and Jessica Ennis will be among those taking part in the new Saturday morning programme aimed at children.

Football league fans, don't you just love 'em? Faithfully following their teams through thin and thin and never doubting the truth when the chorus combines to declare theirs the "greatest team the world has ever seen" despite all evidence suggesting that they might not be. A lovely affectionate look at these stalwarts.

Has David Beckham's appeal and earning power declined how that he's now longer playing 'the beautiful game'? Not at all. The tattooed superstar struts through this commercial for Sky Sports made by Brothers & Sisters in a fashion which suggests that he understands perfectly his relationship with the public and the value he can bring to a brand.

Like Thierry Henry, Ivorian striker Didier Drogba likes to watch a bit of NBA when he isn't playing his own sport. Many Chelsea fans would be willing to do anything their former idol asked of them and may tune in just so they can enjoy something he enjoys so this is a clever bit of advertising.

Former Arsenal legend Thierry Henry likes to watch a bit of basketball when he's not playing kickball - and it's available on Sky Sports. It's a shrewd move to use an icon like Henry to push this sport... many of those who idolised him during his time in North London might tune in just to please him.